American International Group Inc, better known as AIG, renamed its property-casualty business “Chartis,” from the Greek for “map” on Monday. The idea of the new brand is “to underscore its worldwide reach, with operations in 160 countries and jurisdictions serving more than 40 million customers.” New signs are already going up in New York City with a predictable compass logo. This part of the company has actually been profitable, unlike the parent.
Branding expert Steven Manning, managing director for Igor, put described the new name this way: “It’s the kind of name that’s in one ear and out the other. It blends into the woodwork, which is just what the assignment was.” He’s quoted in Insurance Journal which notes many other companies with that same name and related logo.